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Jill Wahl

Director, Consumer Insights & Strategy

Jill directs McMillanDoolittle’s consumer insights practice and is experienced in cross-functional consumer research design, execution and analysis. Jill brings more than 10 years of global research experience focused on retail and Millennial-focused businesses to her client engagements at McMillanDoolittle. She is a creative and tenacious analyst with a keen ability to leverage quantitative and qualitative research techniques to derive insights from data that uncover strategic solutions for her clients.

Jill has conducted extensive work in customer experience strategy, focus group moderation, survey research, customer intercepts, social and online listening, and accompanied shops to assist retailers and brands in the Americas, Europe, and Oceania. Her recent clients include an impressive mix of large and small brands, such as Ben & Jerry’s, Sonic Automotive, Vivona Brands, Samsung, Monica Vinader, The Fresh Market, and Matilda Jane Clothing. Jill has managed projects related to brand affinity, trust and loyalty, new concept development, international market entry, growth strategy, market and competitor analysis, and financial due diligence.

Prior to joining McMillan Doolittle, Jill was a Senior Research Analyst at Viacom Media Networks, where her contributions were integral to the design of MTV’s proprietary audience studies. She presented study findings to the company’s internal teams as well as external agency partners and advertising clients. She was responsible for understanding Millennials and advising clients on developing multimedia campaigns that resonate with this generational cohort.

Jill holds a B.A. in Economics and Psychology from Northwestern University.  She has received professional training and certification in focus group moderation from Burke Institute.  Jill is a dynamic speaker with an intimate understanding of the attitudes, behaviors and market-leading trends of today’s retail consumers.